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Newspaper Transition Strategy 2009
1. Newspaper Transition & Web Revenue Strategy 2009 Mel Taylor Media Online Revenue Strategy for Local Media www.MelTaylorMedia.com 267-625-5313 A Pop Web Group Company. [email_address] 12/3/08
2. Newspaper Transition & Web Revenue Strategy 2009 This report is a ‘best practices’ summary of observations, experiences and facts that were collected over the past 18 months. We believe it’s a realistic roadmap for local Newspaper media to follow, in 2009. It’s primarily focused on business, sales structure, and web revenue models. It touches lightly on content. Much of the information contained within, applies to local Television & Radio Broadcasters as well. Contact us if you are interested in the Radio or Television version of this report.
5. challenge for newspapers stabilize & grow print business simultaneously grow share of web dollars current economy will accelerate this challenge, and force a quicker solution
10. questions we ask local media managers your advertisers are moving online. are you offering web to all of them?
11. what % of your traditional clients use online advertising ? do your reps know? questions we ask local media managers
12. what % of your traditional clients want to use online advertising, but don’t know how ? questions we ask local media managers
13. BIG question we ask what % of your traditional clients are regularly offered web? typical answer: not sure, but probably well less than 25%
14. newspapers capture large share of local online revenue, yet they still leave a lot of money on the table that’s alot of upside for newspapers to gain… and for pure-plays/competitors to go after how pure-plays are gaining LOCAL share
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20. how newspapers are fixing that issue management transition > legacy managers , no matter how successful they’ve been, may not be best suited to build the web business > creation of ‘vp advertising’ or ‘chief revenue officer’ understands and is responsible for all revenue opportunities.
21. how newspapers are fixing that issue management transition > consistent training for top & middle managers how can they manage what they don’t fully understand?
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25. mandatory re-think all content/editorial staff must now think revenue too
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31. notable newspaper initiatives specialty sites determine online content & revenue hole in market, and fill it with a separately branded web site. leverage power of legacy assets: content development, IT & design staff, marketing & sales staff, advertiser relationships, etc. www.Metromix.com www.LVBrideandGroom.com www.ToastedRav.com www.PHrequency.com
87. call or email for more info. we specialize in building web revenue. guaranteed. Mel Taylor Media Online Revenue Strategy for Local Media www.MelTaylorMedia.com 267-625-5313 A Pop Web Group Company. [email_address] 12/3/08